McDonald's introduces table service across US

The company said customers will now be able to place their order, take a seat and have their meal brought right over

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The Independent Online

McDonald's, the world's biggest buger chain, is aiming to make its fast food outlets feel more like modern restaurants as it rolls out table service, self-service kiosk ordering and mobile payments across its US locations in a bid to compete with more upmarket rivals.

About 500 of McDonald’s more than 14,000 US restaurants have made the changes with Florida, New York and Southern California the first regions to adopt the new format.

The company said customers will now be able to place their order on a touchscreen through digital kiosks, take a seat and have their meal brought right over. McDonald’s will also introduce the option of mobile ordering next year.

"Typically, the majority of our crew is behind the counter, and that counter literally has been a barrier between our crew and the customer,” Steve Easterbrook, chief executive of McDonald’s, said.

He sought to reassure his staff saying the new system would not reduce costs. However, some workers might have slightly different jobs.

The move is the company’s latest attempt to win back customers and modernise its image while battling competition with upmarket rivals Five Guys and Shake Shack.

The never ending stream of new products, store designs and promotions at McDonald's has started to pay off, according to the company's latest results, which showed higher than expected quarterly sales and profit.

McDonald's said sales were boosted by the launch of all-day breakfasts in October last year and the introduction of McPick 2, a US promotion offering customers two items for $5.

The fast-food chain has experimented with different formats and foods since Easterbrook took the helm in an effort to turn around its fortunes after two years of declines.

 McDonald’s announced plans to roll out table service across 400 of its restaurants in the UK earlier this year.

Paul Pomroy said McDonald’s will continue to focus on customer’s taste in the UK.

Mr Pomroy said:  "As we look ahead, in 2016 we will continue to focus on providing great value and variety, as well as invest in our restaurants, our people and our menu, to ensure customers enjoy a great experience every time they visit us."

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